Marketo for growing organizations
March 29, 2019

Marketo for growing organizations

Andrew Johnson | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Lead Management
  • Marketo Analytics

Overall Satisfaction with Marketo

Marketo is used within our marketing operations today for three primary purposes. First, we track the effectiveness of our marketing programs and progress towards overall department goals. Second, we generate a greater volume of new business leads through content marketing, nurturing, and lead scoring processes. Third, we increase engagement with customers through targeted email communication. Marketo provides one central system to maintain marketing data and the operational execution of marketing campaigns.

Pros

  • Marketo is an industry leader and continually improves with new features and functionality. This is increasingly the case since the acquisition by Adobe.
  • Marketo integrates with a wide variety of third-party providers that help companies expand capabilities for more specific business needs.
  • Marketo is highly customizable to different business models and marketing process flows. If you can think it, you can pretty much do it in Marketo.

Cons

  • Marketo is not the most intuitive system in the world. With the benefit of flexibility comes added complexity. It really takes at least one person within your organization dedicated solely to administering the system. The new Marketo Sky UI definitely is an improvement and will help me, from a CMO perspective, should I ever need to navigate within the system.
  • Using Marketo effectively requires training and practice in the system. There really is nothing in the way of free online tutorials or shortcuts. The user community is GREAT, but expect investments in employee training both in the beginning and ongoing as the system continues to advance.
  • Product Launches
  • Lead Management
  • Prospecting / New Business
At this point in our implementation of Marketo, we are focused on generating quality, timely leads for sales. The system does this very well. For us, we are looking to generate sales to new customers that are at different stages of the buying decision process. Marketo allows us to identify where decision-makers are in the process, but more importantly, provides us the information we need to improve marketing efforts. This could be feedback relating to the success and efficacy of individual programs, or improving our nurturing flows to ensure sales receives the "right" leads at the "right time.
25,000 to 100,000
B2B
Marketo is great if the organization has the resources to use it. This is typically well-suited for mid-sized to larger marketing departments. Administering the system, from a core functionality perspective, requires at least one full-time employee dedicated to Marketo. You will also want to make sure your sales department is fully utilizing its CRM system since utilizing data from this system in Marketo is important to data insights. Having said that, if you are a growing department with resources committed to making Marketo successful, it is a great tool to build your marketing operation around.

Adobe Marketo Engage Feature Ratings

7.3
WYSIWYG email editor
3
Dynamic content
8
Ability to test dynamic content
8
Landing pages
4
A/B testing
8
Mobile optimization
8
Email deliverability reporting
7
List management
10
Triggered drip sequences
10
9.3
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
8
Automated sales alerts and tasks
9
9.0
Event/webinar marketing
9
Social Media Marketing ()
Not Rated
4.7
Dashboards
3
Standard reports
5
Custom reports
6
8.5
API
9
Role-based workflow & approvals
10
Customizability
10
Integration with Microsoft Dynamics CRM
5

Comments

More Reviews of Adobe Marketo Engage

  1. Home
  2. Marketing Automation Software
  3. Adobe Marketo Engage Reviews
  4. User Review of Adobe Marketo Engage